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Strategy February 13, 2020

Merch Supports Oklahoma’s Rebrand

The Sooner State has a new logo and tagline – and fresh branded merchandise to complement it.

By  Christopher Ruvo

The state of Oklahoma has rebranded with a new official logo and tagline. To complement the launch, tourism officials have released a collection of branded merchandise that bears the refreshed branding.

Oklahoma Sticker

Sticker of Oklahoma’s new logo. Available from the Oklahoma Tourism and Recreation Department.

Oklahoma Gov. Kevin Stitt and Lt. Gov. Matt Pinnell unveiled the new logo and tagline – “Imagine That” – on Wednesday. To feature on state agency websites, tourism promotions, new “Welcome to Oklahoma” road signs and possibly license plates, the logo is a colorful geometric creation that’s imbued with Sooner State symbolism, Pinnell said.

“The form is inspired by our native heritage,” Pinnell said in a statement. “It reflects earth, sky, water, agriculture and forest. These colors also speak to the seasons. A white star is a powerful symbol of America, which is a part of our state seal and on the original flag of the state. Chevrons acknowledge our military. These elements form a circle and direct their energy inward, dramatizing Oklahoma as a hub at the center of America.”

Official Oklahoma branding launch video

To be used on promotional materials, the “Imagine That” tagline seeks to highlight elements of Oklahoma that make the state a special place, from it having the largest collection of western art to some of the most diverse terrain in the United States, Pinnell said at a press conference, as reported by The Oklahoman.

Oklahoma iPhone

New Oklahoma logo on an iPhone case. Available here.

Available from the Oklahoma Tourism and Recreation Department, the merchandise can be purchased here. The collection features T-shirts, tank tops, smartphone cases, stickers, mugs, a pillow case, a tote bag, a laptop sleeve, a piped fleece jacket and a bomber jacket. All prominently bear the new Oklahoma logo.

Oklahoma T-Shirt

New Oklahoma logo on a 100% fine jersey cotton T-shirt. Available here.

Operative Brand Consulting, a Canada-based firm, spearheaded Oklahoma’s rebrand. Oklahoma-based advertising, graphic design, photography, public relations and branding experts volunteered their services to the campaign. State officials said they went with a firm from outside Oklahoma to lead the rebrand so as not to show favoritism or alienate other creatives from providing input.

Last year, another state in America’s heartland initiated a rebrand that drew nationwide attention for its clever slogan – “Nebraska. Honestly, it’s not for everyone.” In conjunction with that, the Nebraska Tourism Commission began offering branded merchandise that featured the slogan.